He's best known for wearing a lot of makeup rocking out with the legendary band KISS, but now, Gene Simmons is embarking on a new business venture.

He's the "Chief Evangelist Officer" for a Canadian cannabis company called Invictus M.D. Since Canada doesn't allow celebrity endorsements, the Vancouver-based company actually brought Simmons on board. Their trading letters are even GENE.

The company's CEO says their main focus is still medical products, and that's what got Simmons interested. Simmons admits he doesn't use marijuana himself, but after doing research, he went from a skeptic to a believer.